Summary: This new case book from leaders in the field of sport marketing simulates real-life scenarios for sport marketers as exhibition games in the preseason simulate the regular season for professional athletes. Cases in Sport Marketing begins with four introductory chapters to explain the case study method. The authors then provide various tools to use in case analysis; and a practice case with a student analysis. The remaining fifteen chapters contain fifteen sport marke ...show moreting cases that cover a wide range of issues and sport industry segments. By working through the cases, students can examine an array of situations and gain experience grappling with actual problems faced by managers. Each case presents the critical issues at hand, possible alternatives for consideration, and the criterion necessary to make an informed decision. The final chapter provides an overview of the sport marketing field for those students, especially business students, who may have little or no background in sport marketing. Cases in Sport Marketing is the perfect supplement for marketing, sport marketing, sport policy, or sport management courses.
Fifteen case studies that simulate real-life situations for sport marketers/managers show students the profession in action and let them practice sport marketing concepts and strategies.
The cases have been carefully selected to represent the full spectrum of the sport industy and include companies such as the LPGA, Xerox International and Reebok and topics such as relationship marketing, retail strategies, and information technologies.
Comprehensive online teaching notes available at www.jbpub.com/sportmarketing make using the case study method user-friendly and help maximize student learning.
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